Here's how Bell's Lucky Mobile stacks up to other low-cost services

Two women use their cellphone while walking on Yonge Street in Toronto. (Carlos Osorio/Toronto Star via Getty Images)

Even though the Big 3 dominate the wireless communications scene in Canada, you’d never know it due to the plethora of brands out there.

That market gets a little more crowded today as Bell launches Lucky Mobile, a new low-cost prepaid wireless service provider.

“Lucky Mobile is an all-new mobile service for people who want a straightforward, low-cost prepaid option that offers all the talk, text and data options they need,” says Blaik Kirby, President of Bell Mobility, in a press release.

“There is fast-growing demand from many Canadians for new lost-cost mobile options, and Lucky Mobile is here to lead the way.”

Kirby explains that the service is ideal for people who are on a low or fixed income, like seniors or students, or people who have not built up a strong credit profile.

Starting December 4, Lucky Mobile will be available at Walmart, Wireless Wave, TBooth wireless, Wireless etc., Cellular Point, Visions Electronics and some The Source locations.

While specific devices on offer by Lucky Mobile are not listed yet, the release says they’ll have devices from manufacturers like Alcatel, LG and ZTE. Customers can also bring their own mobile device — which will be much easier, as of December 1, as unlocking your phone from a carrier is now free.

The initial launch will offer service in 17 “zones” in Canada, which will include Toronto, Calgary, Edmonton, Vancouver and surrounding areas. Customers have the option to upgrade to a plan that supports province-wide and nationwide calling options. An app will be coming out from Lucky Mobile in 2018 that will also allow talk and text over a Wi-Fi connection.

Plans start at $20, and include voicemail, unlimited incoming calls and texts nationwide, call display, call waiting and three-way calling. Customers have the option to add on a mobile data option, “available at 3G-equivalent access speeds,” the press release reads.

Customers will be notified by text if they’re going to use services not included in their plan, so they don’t get any unexpected fees on their bill at the end of the month.

The truth is, Bell is much later to the low-cost mobile game than its competitors.

Rogers has operated Fido and Telus has operated Koodo for several years, and both offer prepaid options that would target the same market. Public Mobile also offers a prepaid mobile plan, which also includes data.